Funnel
Definition
The sequence of states a player moves through (visit, register, verify, deposit, wager, retain). The unit of analysis for acquisition and CRO teams.
Why it matters
Related terms
- Conversion RateMarketing
The percentage of visitors who register, or of registrations who deposit. Tracked across the full acquisition funnel.
- CAC (Customer Acquisition Cost)Marketing
The fully loaded cost of acquiring one paying player, including media, affiliate, and creative spend. Compared against LTV to assess unit economics.
- First Time Depositor (FTD)Commercial
A player who has just made their first deposit. The conversion of a registration into an FTD is a primary commercial KPI and a standard affiliate payout trigger.
- KYC (Know Your Customer)Compliance
The identification, verification, and risk assessment of players, performed at onboarding and refreshed periodically. The foundation of AML compliance and one of the largest sources of conversion friction.
- CashierPayments
The payments module inside an operator's product where players deposit and withdraw. Integrated with multiple PSPs and local payment methods.
- UA (User Acquisition)Marketing
The discipline of acquiring new players through marketing investment across channels. The strategic complement to retention in the LTV/CAC framework.